We only ask after fans called for him to leave when he made a quip about being the face of the supermarket chain on Celebrity Juice last week, hinting that it was embarrassing.

Definitely risky territory Pete!

After making the joke on the ITV2 show Pete faced a barrage of criticism on Twitter.

After singer Olly Murs said he was ashamed about being voted ‘Rear of the Year’ Peter quipped: ‘Olly, dude, you don’t need to be embarrassed, I’ve done an Iceland advert.’

The comment was greeted with shocked looks from fellow Celebrity Juice stars Phillip Schofieldand TV chef Gino D’Acampo who were appearing on the panel alongside him.

And even Pete himself later appeared to be lost in thought as if the potential impact of his comment had hit him. It wasn’t long until fans of the show took to Twitterto voice their concerns, with some calling for Iceland to sack him.

One Twitter user, Daf, said: ‘You won’t have an Iceland deal for much longer after that comment Peter Andre @CelebJuice.’

James Richards added: ‘I’m guessing Peter Andre will be dropped from the Iceland ads after CelebrityJuice @CelebJuice tonight!’

Who knew there were so many fans of £4 Winter Berry Glistening Gateaux out there? Or maybe it was the Strawberry Daquari Dome…

While Sarah Styles asked if Pete had given ‘all the money from your embarrassing iceland ad to charity then?’ Pete has so far stayed quiet on the matter, quite sensible we reckon.

However Iceland have made it clear they are backing him – calling him a ‘top bloke’.

They wrote: ‘He was just joking, it’s the nature of the show.’ Phew! Lets hope he’s escaped that one!

Well thank goodness for that. Stacey Solomon could have been straigh back on the blower to the cheap as chips supermarket chain. They dropped the singer Kerry Katona back in 2008 after published pictures allegedly showed her taking cocaine.

Now that’s all sorted, all’s left to do is watch the lovely Pete in action below.